Make Your Art Easy to Buy

I saw a comic in the Sunday paper a few weeks ago in which a character was in her shop, but was rude to every person who approached her. She was hostile, wouldn't answer their questions, and acted as if she'd rather be anywhere but there. After several panels depicting her sales technique, the cartoonist drew a friend coming up to her & asking her how she was doing. "The economy is awful" she said. "I haven't sold a thing!"

Hospitality and gentle encouragement are the honey that attract sales. When someone comes into your booth, acknowledge them. Smile and make eye contact. When they ask questions about your work, tell them your story. If they ask about how heavy, or soft, or what a piece feels like, put the object into their hands. You'll practically see them battling with their inner Don't-Buy-That devil before your very eyes. Connect with that potential buyer. Encourage them to make the purchase by telling them how the piece will enhance their life and raise their status to their friends and family. Ask them if they'd like to use Visa or MasterCard. After the sale, tell them you'll be glad to hold their purchase until they are ready to leave the show. Make it easy for them to buy. Marketing is not about selling; it's about making it easy to buy.

Most art or craft sales are not from necessity but from desire. It's up to you to listen to what the buyer is telling you she wants and to fill that longing. When the buyer makes her selection, make her glad she is buying from you. Thank her and offer her options for purchasing in the near future. Don't let her get away without encouraging her to tell her friends about your wonderful visit. Make her feel as if she's honored you by choosing your work.. Odds are that person will become a collector.

You may be exhausted and have had an awful day; but never, ever disrespect the people who come into your booth to look at your work.

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